Marketing Strategies Analysis Of FM Curtain Taobao Store

Along with the fast growing in real estate industry in past two decades,there are increasing market and consumer demand on the soft decoration products for inner space.People is increasing attention on their living space standard improvement.Chase a comfortable and aesthetical degree is a prevalence activity among peoples living.Fabric curtain stands for the representative of the soft decorating products,people have treat fabric curtain as one of key household decorating articles,it plays the crucial role and value in their home decoration and living atmosphere creation.With the internet technology developing and improving,internet has penetrate into people studying,working and playing,this megatrend has not only generate vital conveniences to entire social,but also is changing many traditional business models and consumer behaviors.E-commerce has raise up under this megatrend,the size of E-commence has growing into ever wide and huge,it has become one of key sales channel,the company is able to deploy their marketing strategies by using E-commence advantages.E-commerce has not only change the consumer's purchasing behaviors,but also change the conventional fabric curtain sale networking and marketing competition patterns.E-commence size and scope is continuously growing,sales through internet channel has drawn extensive attention from entire society as well as academic scholars.This paper has adopted FM online store for following analysis,and the paper is aim to analysis FM store marketing and sales strategies,provide constructive proposals to them.The research results will enable FM store can capture customer's needs and focuses under dynamic internet sales environment.This paper will analysis through STP theory on FM store,they are able to design the better off marketing and sales strategies to gain increasing sales revenue in the near future.During the analysis process,the theories of PEST and SWOT will firstly apply in FM shop's industry analysis.The analysis results from industry construction had indicated that there are highly growth potential through Taobao platform.Secondly,this paper had summarized the growing bottlenecks from current FM stores,the SWOT theory and questionnaire will apply and conducted in this stage,the results will help FM shop can be rationally positioning themselves depend on customer needs and their capabilities,resources.Lastly,the 4P theory will be applied depend on FM shop's targeting segmentation and positioning,the parallel strategies in the product,price,promotion and place of sales will be carried out.The fabric curtain purchasing decision will driving by people's tasting,preference and cultural factors,there are obviously diversities among differently groups of customers.Further above researching results,FM store was suggested to adopt below strategies to grow their sales revenue.FM shop should positioning as a middle to high-end curtain designer and provider by using E-commence,to provide the high value curtain and curtain consultant service on modern stylish,North-Europe and North America stylish curtain to females who has highincome and aging range locate in 25~45 years old.FM shop should design their products and service base on customer orientation,provide differentiation delicate curtains to their major customers.They need to modify current product portfolios,launch multiple pricing mix according to competition dynamics.Regard to the sales channels,FM shop was suggest to use most of E-commence as the major sales channel in following three year.In the near future,FM shop should consider to enlarge their scope to off-line,the off-line channels include the physical store in shopping mall,the house decorating designers from decorating firm,duplicate multiple shops based on current successful business model,these long term strategies will support FM shop realize their fast growing targets.Regard to the shop promotion,FM shop need to study customers' purchasing behaviors,enhance the visual sales strengths,attract the focus from browsers,send the advertisements by using APP and third party platform,increase customer browsing,decrease the perceived risk on the promotion,improve the sales and successful deal ratio.Base on the entire study and researching on curtain industry,E-commence sales characteristics and FM shop's resource and capabilities,FM shop is able to positioning their role in rationally.The gained knowledge will help them improve their operation ability,efficiency as well as increase their sale volume.All of these study results will not only provide meaningful reference to FM shop,but also the reference for other Taobal shops who like FM curtain store.